After the acclaimed Culture Clash of last year, this edition of Fleuramour will focus on the fate of our planet. ‘We want to send a message to the world’, says Regine Motmans, Creative Director of Fleuramour.
Why did you choose the ‘Urban Roots’ theme?
Regine Motmans, Creative Director: ‘Quite simply, because it allows us to incorporate lots of ideas in one story. More and more, we hear that urbanisation is the cause of so much loss of green space and nature, while at the same time; we are desperate not to lose those green roots. By choosing this theme, I hope that lots of people will pause and reflect on this problem and that they become part of the solution for our planet.’
Floral creations in 2018 are everything but old-fashioned, they are modern and innovative. Will this attract a younger audience?
‘I sure hope so. Young people will feel right at home in Fleuramour. That’s a fact. Green spaces and nature are a big concern to them and our “Urban Roots” theme aligns with their interests. I noticed these trends at Pukkelpop [a music festival in Belgium] where our team made flower crowns for the festival goers. As we were growing Fleuramour, we also noticed that lots of students interned with famous floral, and that a lot of that young talent is now showcasing their talent. Their daring designs automatically appeal to a younger audience.’
Fleuramour is holding its 23rd edition. But why should I visit again this year?
‘Fleuramour is like a beautiful child that you never get bored looking at. Every edition is different. There are always different trends, new colours, and unpublished combinations. This year we will focus more on storytelling; on exciting stories. We challenge the floral artist to dig deeper into their reason for using certain flowers, and how they enhance the story? Right before or during the event, I would urge you to visit www.fleuramour.be to discover all the intriguing ideas behind the wonderful creations.’
What is Fleuramour’s formula for success?
‘Once you’ve visited even one time, all your senses are compelling you to see it again.’
‘Well, there’s the incredible diversity of wonderful floral creations, the dreamy domain and all the extras like the floral demos, the workshops, the music, the fashion show, the wonderful food and the lovely market. All of this makes a visit to Fleuramour an unforgettable experience.’
What novelty do you have in store for us this year?
‘Lots of budget-friendly workshops. We do this in collaboration with FLOOS and the celebrated Spanish champion Carles Fontanillas. They’ll show how to work with all the latest tips and tricks from the world of floral art. Just sign up on Fleuramour’s website and you’re in.’
Fleuramour is praised worldwide. It’s sometimes even referred to as the most beautiful flower festival.
‘I can candidly say that each designer loves to call themselves a Fleuramour-Ambassador and that each participant thinks that our event is one of the top rated events in the world.’
‘You just can’t miss Fleuramour! Just the fact that florists from all over the world, young and old, want to captivate you, being inspired by their own roots, and with all their experience. That brings you so much
energy… You just can’t let that chance pass away… ’
- From Friday September 21st until Monday September 24th 2018
- Grand Commandery Alden Biesen, Kasteelstraat 6, 3740 Bilzen (B)
- E313 Hasselt/Liège | exit 31 Bilzen
- Box office : 20 euro | Online : 18 euro | Children < 12 years : free entrance
- Catering | Parking | Shuttle service